Gone are the days when buyers relied heavily on sales reps to access information and solve their tech challenges. Instead, modern IT professionals are utilizing a vast variety of sources to prioritize their own independent research. While this shift might initially seem challenging, it presents a golden opportunity for go-to-market (GTM) teams looking to position their brand as an invaluable resource.

This new era of the IT buyer’s journey could require significant adjustments to your GTM strategy. For a deeper understanding of how the modern IT buyer’s journey happens, join Liam Jack, Senior Account Director, EMEA (TechTarget), as he shares the latest research on EMEA buyer’s purchase motivations, team dynamics, media consumption habits, vendor evaluation criteria, and more. Walk away with practical tips and actionable strategies to enhance your GTM approach and enable your buyers throughout their research and vendor evaluation process.